Flipkart has rolled out a campaign featuring its brand ambassador and chess grandmaster, Vishwanathan Anand, in a tongue-in-cheek film that takes on its rivals in the quick commerce space.

Conceptualised by DDB Mudra Group, the ad film cleverly uses wordplay from the promotions of other quick commerce operators that promise to make their deliveries in ‘minutes’ – which is also the name of Flipkart’s new Q-comm app – inadvertently making it appear like an advertisement for Flipkart Minutes.

In the ad, one sees Anand trying to process this ‘revelation’ that every time a Q-comm competitor says ‘available in minutes’, they are actually giving a cheeky nod to Flipkart’s Minutes app. The film ends with Flipkart acknowledging the efforts of its rivals to promote its app by in turn thanking them with a thoughtful gift from its app.

What we think about it: Undeniably, there has been a surge of furious campaigns and offerings from Q-comm apps in the country advertising their services in the shortest timeline possible, making the Flipkart ‘Minutes’ brand connect to the ad messaging spot on. Watching the master chess player explore his lighter side and employ some serious acting chops is interesting as well.

The Flipkart campaign was rolled out on 19 October across social media platforms.